About the Author

MICHAEL J. BAKER is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. He is the founding editor of the Journal of Marketing Management and Journal of Customer Behaviour. He is currently President of the Academy of Marketing. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.